Understand your customers better by humanizing your marketing approach. This is what Cindy Deekitwong, the Global Head of Marketing, Incubator Business, at Henkel Adhesive Technologies believes. In this week’s episode of The Kula Ring, Cindy talks about how she and her team use a customer-first marketing approach, which she calls B4E – Business for Everyone.

In today’s episode, we chatted with Cynthia Kellam, Global Senior Director, Digital, Data and Customer Experience Center of Excellence at TE Connectivity, again to discuss how collecting and using digital data can create better customer experiences. She explains their journey of building a better Voice of Customer system to help all business units in TE Connectivity make customer-focused decisions. Cynthia explains how she avoids survey fatigue, uses automation techniques, and visualizes data for actionable success.

Paying attention to how your product is sold online is only the starting point to creating a positive customer experience for E-commerce shoppers. Jacki Lutz, Head of Communications, Training and E-commerce, Aftermarket, at Sensata Technologies, explores the marketing strategy her team uses to develop messaging that resonates with customers across all E-commerce platforms. She reveals why helping customers sell Sensata products and upholding Sensata’s reputation for customer experience is important to her team.

Building a storytelling program takes time and patience for an organization to understand their purpose and brand. In today’s episode we welcome back Kristin Fallon, Vice President of Brand and Digital Marketing at GE Healthcare. Kristin walks us through the planning process behind a captivating and long-term storytelling program and her experience working in the healthcare industry during COVID. She provides details on how manufacturers can create their own storytelling program with marketing and strategy tools including templates and a storytelling wrangler.